Ahead of IPL, Hotstar launches a self service ad tool

Star India said this service will allow small and medium-sized advertisers with smaller budgets to effectively use premium properties like live sports to reach their target audiences and followersVikas SN | ETtech | Updated: March 29, 2018, 10:27 IST

A week ahead of the Indian Premier League tournament, Star India's video streaming service Hotstar has introduced a self-service ad tool in beta called Hotstar AdServe.

Star India said this service will allow small and medium-sized advertisers with smaller budgets to effectively use premium properties like live sports to reach their target audiences and followers through a range of targeting options and interactive ad formats. It will also enable regional players to scout for new markets across the country at affordable prices.

The company is currently offering display ad formats like Billboard (photo/video/carousel), native images for install or content ads and video ad formats like Bumper, mid rolls, carousel, and leadgen.

The tournament, starting April 7, will be available in six Indian languages, including Tamil, Telugu, Kannada, and Bengali.

The company said the beta version of the service will allow advertisers to place in-stream video ads on Vivo IPL 2018 and gradually expand to include entertainment programming over the next few weeks.

"Hotstar AdServe effectively democratises the gigantic canvas of cricket, opening it up for all advertisers, large or small. The price of admission can now be as large or as small as the advertiser’s budget. The service’s targeting options ensures that each rupee delivers its worth with the right audience" a company spokesperson said.

The beta version of the service will allow advertisers to place in-stream video ads on Vivo IPL 2018. The service will be expanded to include entertainment programming over the next few weeks.

Earlier this month, ET had reported that Star India officials are seeking to sign on as many advertisers as possible to help meet the daunting Rs 2,000-crore revenue target for the tournament.

“We have a total of 34 clients signed on, out of which there are some high-value deals with Vivo, Coca Cola, Asian Paints, Ceat Tyres, and MakeMyTrip,” Anil Jayaraj, EVP and head of ad sales for Star Sports, told ET.

However, only about Rs 800 crore worth of advertising inventory has been sold or booked, sources from within Star India and the media buying fraternity had confirmed to ET at the time.